Choose the Close That Works Best for You

Do you sit back and wait for your prospect to say yes or no? You need to have control and determine the best time to close. Keep in mind that the opportunity to close can come at any time during your sales presentation. And more than likely, your close will be one of the three styles below:

Direct: You ask directly for the sale.

Assumptive: You assume that the prospect has made up his or her mind to buy. Then you proceed to iron out the details.

Contained Choice: You offer the prospect a choice.

Which close you use should depend on the buying signals that you hear, the opportunity, and your personal selling style.

Buying Signals

A buying signal occurs when the prospect begins to go through the ownership process in his or her mind and starts to work on the details. By probing, you may pick up or even elicit a buying signal. A signal may be as oblique as an inquiry relating to a specific product or benefit, or as simple as “Gee, that sounds good.”

Some examples of buying signals include: “Can I get it in three weeks?” “What is the price?” “Does it really do all that you say?” and “I never thought about it that way.”

You can save time, and most important, the sale, by recognizing a buying signal, paraphrasing and closing. Some examples of buying signals with a trial closing are:

Prospect: “Does it come in blue?”

Salesperson: “Do you want it in blue?”

Prospect: “Do you have any seats left?”

Salesperson: “How many seats do you want?”

Prospect: “Is there a case price discount?”

Salesperson: “Are you planning to order a case?”

By trial closing a buying signal, you exercise control of the sales call and force the prospect to think about buying. If you do not trial close, you allow the prospect to take control and you are merely reacting to his or her questions. Trial closing will help you sell more of your product or service and your resulting income will increase.

The Strategic Pause

The strategic pause in today’s win/win attitude toward selling basically means that you reach a point in the sale when you don’t have anything more to say. Use a strategic pause right after the close. If you can wait until the prospect responds, you will greatly increase your chances of closing the sale. Granted, the response may be “no.” You can’t close them all. But the idea is to increase your selling percentages.

The Direct Close

The direct close or “power close” is the most fun to use. Why? There is absolutely no mistaking what is happening; you are sticking your neck out and asking for the order. This technique forces a decision. For example: “Do you want the computer?” (strategic pause) or “May I invoice you today?” (strategic pause)

The thrill will come with the yes; the agony with the no. Many salespeople shy away from the direct close because they feel there is no fallback position. They may not have the confidence to ask the prospect, “Why?” Experienced and confident salespeople will go back, probe again, uncover objections or misunderstandings, answer them and close again.

The Assumptive Close

The assumptive close is a positive closing statement. You go on the assumption that the prospect is buying. You are simply presenting the details to be settled. The assumptive close is a good choice for a secondary closing attempt since you are answering all the objections raised after the first closing attempt. You then proceed to iron out the particulars. Of course you can still use the assumptive close as a first attempt to finalize the sale.

For example: “By utilizing the educational training package, you will eliminate your fears of using the computer. To whose attention should the bill go?” (strategic pause) Notice that the order was not a question, it was an assumption. The salesperson assumes the prospect will place the order after all the necessary questions are answered.

Another assumptive close is, “You know, Pat, I’m glad you called. This course sounds like the one we’ve been looking for.” or “Great, we have seats available in New York. Does the billing go to your attention?” In these examples, you are going for the close without asking, you’re proceeding on an assumption.

The Contained Choice Close

This close offers the customer a choice of “A” or “B,” it does not ask for the order directly. The contained choice close is also appropriate in scenarios where order upgrading is logical. Some salespeople only use a contained choice close because they believe a choice between two things is better than no choice at all.

For example, “Did you want the one case or should we consider two?” (strategic pause) or “Did you want the contract for six months or would 12 months be better?” (strategic pause)

The close is the epilogue of the entire selling process. It is not a separate procedure to face at the finale. The opportunity to close can come at any time during your sales presentation, so prepare for it. Be comfortable with the closing technique you choose – know when and how to use it.